User Centered Design

User centered design (UCD) puts your users at the heart of every decision you make, maximising the chances of your website or digital platform engaging and converting.

Where UCD differs from a standard design and build process, is that the end user’s wants, needs and expectations are given attention and consideration and every stage of the project. This therefore requires research, design and testing in a cyclical format. Though this may mean a more significant investment, the benefits could far outway the costs; as you will be able to meet or exceed user expectations.

We can plan, manage and implement full user centred design strategies, undertaking user research and user testing where and when required. Having provided user centred design services for a number of high-profile, international brands, we have the knowledge skills and insights necessary to deliver a UCD programme that will help you achieve your objectives.

Benefits

Avoid the possibility of making common or costly mistakes

Improve the usability of your website or digital platform

Balance user needs with business requirements to create a win-win digital platform

Optimise your site for success and improve the chances of sales and conversions

Identifying user needs

Even at the simplest level, we will begin every project with a User Centred Discovery Meeting. During this we will identify each of your user groups to uncover their needs, desires, frustrations and expectations. For more detailed user centred design projects we will undertake user research to gain deeper insights and understanding. We can also develop in-depth user personas and user journeys for us to refer to throughout the project.

Understanding your requirements

In addition to identifying user needs, we’ll also undertake a business needs analysis to ensure we capture all business requirements and goals that must be met for the project to be deemed a success. Though developing user centered solutions is at the core of a UCD programme, we understand that the aim is for you to reach business objectives. This is why we always focus on achieving a balance between user needs and business goals.

Creating design solutions

Armed with information on your goals, coupled with an understanding of user needs and desires, we will begin creating design solutions. Typically we will undergo a proven process, starting with information architecture and content planning, then moving on to wireframes, visual concepts and design. Throughout each key point, we will refer back to early insights and findings. This removes opinion and bias from the process and ensures we focus on the needs of the user and the business.

Evaluating the designs

Evaluation is key, as we need to ensure that the design concepts align with the user needs and expectations. Through the process of user testing (using wireframes or design prototypes), we will assess and evaluate every aspect of the designs. We can then amend and iterate where necessary to create the final designs.